Quantifying behavioural impact and plasticity via expert and population surveys to prioritise bird conservation behaviour

Social science interventions serve an important role in bird conservation efforts. Many bird species are endangered, and their conservation requires widespread changes in human behaviour. To optimally distribute resources such as time or money, conservation efforts should be directed at changeable human behaviours with the highest impact on bird conservation. However, quantitative information on the behavioural impact and plasticity (changeability) of bird conservation behaviour remains lacking. To address this gap, we conducted three distinct studies with different samples for the present research. First, we identified 28 relevant bird conservation behaviours via semi-structured interviews with bird conservation experts (Study 1; n = 21). Subsequently, these behaviours were ranked according to a prioritisation score based on the behaviours’ anticipated impact (Study 2; expert questionnaire; n = 188) and plasticity (Study 3; representative population questionnaire; n = 361). Ultimately, the results of these studies were combined into a prioritisation score for each behaviour. Our results highlight the potential of activist behaviours, such as Contributing to NGOs and Spreading enthusiasm and interest, in significantly impacting conservation efforts. However, although general ecological behaviours like Using bikes or public transport received lower prioritisation scores, they still play a crucial role. This study provides valuable insights for strategic conservation planning and sets the groundwork for future prioritisation methodologies, thus advancing the interdisciplinary approach to biodiversity conservation and human behaviour.